BAE Systems’ futuristic exhibit stood out at the UK’s biggest arms event. Jessica McGreal investigates the tricky topic of defence marketing
Recently event marketing has fallen from the spotlight, with content campaigns becoming the new star in B2B. However, this doesn’t mean marketers should be ignoring the possibilities events bring. BAE Systems’ new stand shows that with the right strategy, content and budget, face-to-face marketing is still number one.
The Defence Security and Equipment International (DSEI) exhibition is a four-day event which sees an estimated 30,000 visitors pass through the doors of Excel London. Visitors include global businesses and government delegations from America, Britain and Russia.
BAE Systems was the biggest brand with the biggest stand; and was also a platinum sponsor of the event. Its exhibit reflected its global reach and showcased cutting edge digital innovations in a dramatic elevated 1846m² space. Working with agency M-is, due to its vast experience and creative pitch, it aimed to take prospects on an interactive journey in 4D.
Arms is undoubtedly a politically sensitive subject and consequently one of the most difficult, and protected, marketing sectors. The arms industry is not known for its wacky DMs or creative social campaigns. However, in the lead up to DESI, BAE Systems utilised social media channels and press releases to ensure prospects were aware of the exhibition. Plus, the firm created a microsite detailing information about the stand and specific products displayed.
Size matters
With over 1500 exhibitors at the gigantic arena, BAE Systems made sure it stood out from the crowd. Before arriving at the stand delegates were greeted by its Eurofighter Typhoon fighter jet at the west entrance. This was a prelude to the size and scale of the stand itself, which was undoubtedly impressive at every instance.
Delegates couldn’t miss the illuminated white space, which took nine months to plan and a whopping 11 days to construct. Visitors were invited onto a sloping floor by a collection of reception staff. The floor aims to make people feel as if they are going on a journey with BAE-Systems. Everything was carefully planned with guides leading visitors through the space.
John Young, creative director at M-is, says: “One of the key drivers was to make sure we presented a cohesive 360-degree offering. So we’re talking about all the aspects, how all of these business units actually integrate and work together – that’s what the floor space actually represents.”
Consequently, all four business units were addressed throughout the space – land, sea, air and cyber. Within each unit were interactive presentations, practical demonstrations and detailed models.
But, digital innovation was at the centre of this project: an unmissable 302m² media spine broadcast non-stop content across the arena.
Additionally, iconic defence exhibits featured throughout, including armoured personnel carriers and heavy artillery. The company really embraced its history by including an unearthed First War Field Gun, previously used in World War I.
Delegates could easily forget they were visiting an exhibition stand and being sold to. The space had a museum-like feel. It is an innovative, interesting environment where visitors can learn new things.
A responsive space
However, what’s different and unique about BAE Systems’ event marketing is not the size and pieces of technology, but the content. The responsive design allowed the brand to tailor each delegate’s experience. The stand aimed to make visitors feel unique, and more importantly at home. This is important when dealing with prospects and deals of this nature.
Young argues that the space is not interactive, but instead reactive: “So, the whole space from the actual content to the presenters, to talking about the technologies, right the way through the media spine and personalised welcome and imagery is all responsive to the individual delegations arriving.”
For instance, the sound and lighting in the media spine were transformed at a touch of a button to suit specific needs of the visiting group.
Jonathan Harmer, project manager, corporate events at BAE Systems, believes it is important the stand tells a specific story: “The media spine includes lots of content that reflects the different countries we work in. And also reflecting some of the stuff we do. Specific things on the stand are tailored to specific markets. It’s all about trying to make customers understand we are global and have a global reach.”
This sentiment was taken one step further with the creation of an engagement and hospitality area, plus eight private fine dining rooms. These spaces allowed BAE Systems to communicate with prospects in a relaxing and private setting. The fine dining boardrooms were waited on by BAE Systems’ own kitchen staff and included aircon, internet access, televisions and telephone services.
In an age obsessed with all things social it’s refreshing to witness the power of face-to-face marketing. This environment enabled BAE Systems to conduct rich relationship building conversations, vital to one of the most sensitive marketing sectors.
Bad press
Despite the scale of the project the build went smoothly. There were only minor technical glitches, which would be expected from an exhibit immersed in so much cutting edge equipment.
However, external communications is a more significant marketing issue. Defence has become an increasingly uncomfortable, and unpopular, topic throughout the UK and many other nations across the world. It’s difficult not to notice the negative headlines, protestors and airport-like security around the event – not to mention the masses of police officers.
To deal with any negative publicity BAE Systems has an internal communications team that issues press releases and communicates to customers and the public via social channels. Plus, the stand’s private facilities are designed to allow prospects to feel safe, away from the public headlines.
The company do not have any formal results yet, but each unit monitors their leads and follows up in their own time.
Future events
An event campaign of this size, with this much technology and a sponsorship deal will not come cheaply. Although no financial sum was disclosed, this grand design will not go to waste. BAE Systems plans to reuse parts of the stand in its upcoming international events. Some areas are even set to be packed and flown to the Dubai Air Show straight from London.
Whatever your thoughts are on arms, BAE Systems’ stand highlights just what is possible for event marketers.
